You’re Convinced. Now What? You read the last article, nodded your head, and thought, “Yes, shared pipeline goals make sense.” But when you picture bringing it up to sales, finance, or your CEO, it feels risky. That’s normal. Most companies aren’t ready to ditch attribution, MQL targets, or sourcing-based dashboards overnight. But that doesn’t...
1. The Funnel Is Broken and It’s Not Just Attribution’s Fault The traditional B2B funnel is breaking down. Legacy models like the SiriusDecisions (Forrester) waterfall promised clarity and predictability. But in today’s reality, they often deliver finger-pointing and frustration. Attribution models were supposed to solve the measurement challenge, but they’ve become a new kind...
Imagine planning your next vacation. In a deterministic world, you assume everything will go exactly as planned: no flight delays, perfect weather, no traffic to the hotel, and your kids love every minute of the itinerary. In a probabilistic world, you acknowledge some uncertainty. You build in buffer time, check weather forecasts, maybe even...
Most CMOs and marketing leaders don’t need to become finance experts. But they do need to plan like finance expects. Because while marketers are often busy explaining campaign performance and top-of-funnel volume, finance leaders are thinking in terms of risks, ranges, options, and forecasts tied to measurable outcomes. When those two styles of planning...
Most B2B marketing teams still run their planning in spreadsheets. Campaign calendars in one sheet. Budget calculations in another. Quarterly targets listed across columns. Add a few notes, drop in some static conversion rates, and you’ve got yourself a marketing plan. It’s what we’ve always done. But it’s also what’s keeping marketing from operating...
